THE ROLE OF COMMUNITY MARKETING IN GROWING CO-CREATION VALUE IN COMPANY (CASE STUDY ON KOMUNITAS TEMAN BICARA)

(CASE STUDY ON KOMUNITAS TEMAN BICARA)

Abstract

The development of the digital era is increasingly important for a company to have stakeholders who are
able to encourage sales of its products or services. One of them is by utilizing the community as a way to
conduct sales practices. But forming a community to play a role in the sales process also requires a strategy
in it. Komunitas Teman Bicara is an organically formed community that the company considers to be able
to grow value through the works made. This is also called value co-creation. This study aims to find out how
the role of community marketing grows co-creation value at PT. Sinergi Bicara Indonesia through the
Komunitas Teman Bicara. This type of research is descriptive qualitative using case study method. Data
collection techniques are by observation, interviews and documentation. This research resulted in the
Komunitas Teman Bicara formed emotional closeness formed by the company. Holding regular activities
made by the community with the company is one way to become a community that is considered to play a
role in fostering co-creation value.